Brands must ensure that their products stand out from the competition and draw customers. They require a tool to interact with customers inside the store and investigate all the touchpoints. A lot of thinking and work goes into advertising and enticing customers into a store to make a purchase and many tactics are used to influence customers’ judgments once they are in the store. This is where point-of-purchase advertising is useful. Point-of-purchase marketing strategies are very powerful and relatively inexpensive.
POP advertising describes the information a business conveys to a customer at the exact time they decide to make a purchase. This involves the use of POP displays that promote brand recognition and boost sales. A POP display generates additional exposure for your goods by positioning itself outside of the home aisle.
Types of POP displays
- Temporary displays: Temporary displays typically include a discount or seasonal offer and are intended to endure for a few months or less.
- Semi-permanent displays: These exhibits have a lifespan of three months to a year. They may also be referred to as off-shelf displays or supplemental displays by retailers.
- Permanent displays: These are less frequent and capable of lasting for years.
- Signage: One of the most effective POP strategies is signage, which involves employing signs to direct customers’ attention to the goods. It could be a sign on a shelf, a sticker, a hanging display, a poster, or another kind.
- Vendor shop: The most elaborate POP technique is the vendor shop. It is a separate area within a retail establishment that displays solely that vendor’s products, such as a store within a store.
Examples of POP displays
- Danglers: One of the most popular POP displays utilized by brands to draw customers in are dangles. They are signs that hang from a store’s ceiling and are frequently used to inform customers about the brand’s benefits and any discounts, deals, or other promotions.
- End caps: POP displays at the end of an aisle are known as end caps. They provide the product more visibility and a prime location because customers notice them before even entering the aisle. A brand’s image can be further improved by luring customers with creative end caps.
- Freestanding displays: These eye-catching displays allow businesses to put their goods wherever in the store. Brands can use their imagination to construct inventive freestanding displays, such as a massive replica of their product.
- Shelf talkers: These are hanging tags or signage that are positioned close to a product on an aisle shelf. The buyer is informed about the product’s attributes and the value it offers via these tags, which also help the product stand out in the aisle. Shelf talkers should be vibrant, catchy, and briefly summarize the benefits of the product. Some shelf talkers additionally provide special offers, deals, and coupons that further persuade consumers to purchase the product.
- Dump bins: Small-packaging products like candy bars or chocolates are shown in dump bins, which are independent POP displays. Dump bins are useful for attracting customers while they shop through the store because they are freestanding. They can also be placed in a way that allows for all-around visibility and interaction.
- Floor graphics: Using floor graphics is one more way businesses advertise their goods. Brands might make their goods stand out from other comparable things on the aisle by using a distinctive and imaginative floor graphic in front of the product.
POP material is a popular strategy for vendors to advertise their goods and draw in clients. Since every consumer must eventually make it to the checkout counter, the placement of POP displays guarantees that they will be seen by the potential customer at least once. Team up with a creative advertising agency in Kerala to use POP displays to promote your business.